How To Use Ad Relevance Diagnostics [Meta]

Original post: https://www.facebook.com/business/help/436113280262012?id=561906377587030

Note: Ad relevance diagnostics replaced Ad Relevance Score

High relevance is correlated with high performance, but it’s not always the reason for high performance. As such, use ad relevance diagnostics to diagnose underperforming ads – not to optimize ads that are already meeting your advertising objectives. Achieving high ad relevance diagnostics rankings should not be your primary goal, and doesn’t guarantee an increase in results.

When an ad isn’t meeting your advertising objectives

When diagnosing an ad that isn’t meeting your advertising objectives, review ad relevance diagnostics to determine whether adjustments to your creative assets, post-click experience or audience targeting could improve performance. Reviewing the diagnostics together gives you more insights than reviewing each diagnostic individually. The below chart can assist with interpreting a given combination of ad relevance diagnostics.

It’s more impactful to move a ranking from low to average than it is to move a ranking from average to above average, so focus on improving low rankings rather than on improving average rankings.

Rather than seek the ideal creative or the ideal targeting, seek the ideal creative/targeting fit. The ideal creative for one audience might not be the ideal creative for a different audience. You can also target broadly to rely on our delivery system to find the best people to show your ad to.

When an ad is meeting your advertising objectives

If an ad is already meeting your advertising objectives, reviewing ad relevance diagnostics may not be necessary. Sometimes high performing ads have below average ad relevance diagnostics rankings and that’s OK. Optimize for your advertising objectives, not for quality ranking, engagement rate ranking or conversion rate ranking.